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UBA Trends Day 2017
Transcript of UBA Trends Day 2017
Author, Brandscaping & TOWN INC.
17 new webpages published / sec.
17 34 51 68 85
Don't contribute to information overload.
Chasing the social stream.
Just because there is more information available
doesn't mean one can consume more.
Quality over Quantity
Fit into the information one WANTS to consume!
You got closer and closer to the center of your customers universe?
Are you a Ptolemy or a Galileo?
TRENDS IN CONTENT MARKETING
TREAT YOUR CONTENT
LIKE A PRODUCT.
Build it. Brand it. Market it.
Bigger success. Less content.
... we valued long-term relationships over impressions or likes?
THE POWER OF
NOT BRANDED CONTENT
Branded content is created for a company. A content brand is created for a valuable audience.
CONTENT BRANDS BUILD
RELATIONSHIPS BUILD TRUST.
TRUST DRIVES REVENUE.
WITH THE AUDIENCE
BUILD A RELATIONSHIP
ALLOWS YOU TO
(or, so they need you.)
...how can we harness the power of a subscription?
Bart Van Olphen
2000 European Fish Distributor
HOW TO SELECT A FISH
2015 PRODUCT LAUNCH
OF A SUBSCRIPTION.
IN ONE YEAR
TREAT YOUR CONTENT
LIKE A PRODUCT
Treating your content like a product turns marketing expenses into assets.
AMAZING THINGS HAPPEN WHEN YOU
- LAUREN LUKE
...we just tried to own some quality time in our customer's inbox?
...we ignored click-through rates?
...our goal was a zero opt-out rate?
...what time in your audience's life can you own?
SET AN EXPECTATION AND DELIVER ON IT.
EVERY FRIDAY @ 4PM
CEO - Daniel Koppel
CEO - Valentin Stalf
< 1000 SUBSCRIBERS (863)
...we attached talent to the content we create?
...who is your Lauren Luke?
(COKE / COCA COLA)
LAUREN LUKE'S LOOKS
YOUR AUDIENCE TRUSTS
INDEXED WEB PAGES
...what's your FISH TV?
Entire new line of business in workshops, spokesperson for brands & speaking globally.
Partnership with USPS, SAPPI Fine Paper, printers worldwide.
Chief Folding Officer, Foldrite
...you exploited a content hole in your market?
HARNESS THE POWER
BEFORE THEY NEED YOU
(OR SO THEY NEED YOU.)
$500K / YEAR
THE 200 CHANNEL UNIVERSE
CABLEVISION, COLUMBIA, SC
Content opportunities exist in even the most crowded markets.